Quote

The most powerful concept in marketing is owning a word in the prospects mind.

Al Ries

Change background

T
T
T

Change font

TAGS & TOPICS

Al Ries
Age: 97
Born: 1926
Born: November 14
Author
Economist
Atlanta
Georgia
Prospects
Marketing
Concept
Concepts
Powerful
Word
Business
Owning
Mind

More quotes by Al Ries

Image
A brand should strive to own a word in the mind of the consumer.
Al Ries
Image
What's your brand? If you can't answer that question about your own brand in two or three words, your brand's in trouble.
Al Ries
Image
What should a brand leader advertise?Brand leadership, of course. Leadership is the single most important motivating factor in consumer behavior.
Al Ries
Image
It's the first company to build the mental position that has the upper hand, not the first company to make the product. IBM didn't invent the computer Sperry Rand did. But IBM was the first to build the computer position in the prospect's mind.
Al Ries
Image
To get into the consumer's mind, you have to sacrifice. You have to reduce the essence of your brand to a single thought or attribute. An attribute that nobody else already owns in your category.
Al Ries
Image
Strategy should evolve out of the mud of the marketplace, not in the antiseptic environment of an ivory tower.
Al Ries
Image
The real barrier (to building a brand) is the human mind. It normally takes decades to build a brand because it takes decades to penetrate the gray matter in between your ears.
Al Ries
Image
The crucial ingredient in the success of any brand is its claim to authenticity.
Al Ries
Image
A laser is a weak source of energy. A laser takes [only] a few watts of energy and focuses them in a coherent stream of light. But with a laser, you can drill a hole in a diamond or wipe out cancer.
Al Ries
Image
Only brand names register in the mind... What you should generally do is take a regular word and use it out of context to connote the primary attribute of your brand.
Al Ries
Image
Successful brands get into the mind slowly. A blurb in a magazine. A mention in a newspaper. A comment from a friend. A display in a retail store. After a slow buildup, people become convinced that they have known about the brand forever.
Al Ries
Image
Everyone is interested in what‘s new. Few people are interested in what‘s better.
Al Ries
Image
The Law of the Generic: One of the fastest routes to failure is giving a brand a generic name.
Al Ries
Image
THE LAW OF THE CONTRACTION: A brand becomes stronger when you narrow its focus.
Al Ries
Image
Marketing is not selling. Marketing is building a brand in the mind of the prospect.
Al Ries
Image
Customers want brands that are narrow in scope and distinguishable by a single word, the shorter the better.
Al Ries
Image
The essence of positioning is sacrifice. You must be willing to give up something in order to establish that unique position.
Al Ries
Image
Changing the direction of a large company is like trying to turn an aircraft carrier. It takes a mile before anything happens. And if it was a wrong turn, getting back on course takes even longer.
Al Ries
Image
The Internet is the ultimate in brand-centered buying.
Al Ries
Image
War and marketing have many similarities.
Al Ries